La fondation Santé Urbaine Introduces its "Heart Guards"

The Fondation Santé Urbaine, working closely with the teams of the CIUSSS du Centre-Sud-de-l’Île-de-Montréal to provide compassionate, human-centered care at Verdun Hospital, Notre-Dame Hospital, eight CLSCs, and fourteen CHSLDs, is proud to launch a new awareness campaign. Camden’s Montreal office was chosen to lead the strategy, creative direction, production, and media planning for this campaign, which introduces a brand-new communication platform: the "Heart Guards."

To enhance public understanding of the Foundation’s mission and increase its visibility in the primary communities served by the CIUSSS du Centre-Sud-de-l'Île-de-Montréal, the campaign showcases various aspects of the Foundation's work with those in need,  while keeping the focus on the human element.

This new communication platform strengthens the Urban Health Foundation’s brand identity through distinctive visuals. It initially presents evocative conversations reflecting the dynamics of care in the medical and social sectors. The campaign is currently being rolled out through urban signage, from Verdun to Plateau-Mont-Royal, along with digital advertising, videos, and a dedicated website that serves as the campaign’s hub and facilitates donations.

Fanny Landrieu, VP Consulting at Camden in Montreal, said: "Camden always finds great meaning in contributing to the success of non-profit organizations with essential social missions. After working with La Fondation Dépendances Montréal and L’Itinéraire in recent years, we are truly excited about this new partnership with Fondation Santé Urbaine, which holds tremendous potential."

Notably, Quebecor has played a key role as a media partner, generously providing significant bonuses that help amplify the reach and frequency of the campaign. Additionally,  the video production was handled by Dfuse Studio, while Shoot Studio, with Martin Girard leading the photography, was also a valuable ally.

This initial phase, which establishes the campaign’s theme and visual identity, will be followed by further efforts emphasizing the importance of donations. Multiple simulations, adaptations, and activations are already planned, showcasing the full potential of the deeply human concept behind the "Heart Guards," which received unanimous approval from various teams and stakeholders at the Foundation upon its presentation.

Karine Chateauneuf, Director of Communications and Events at Fondation Santé Urbaine, concluded: "We’re particularly excited about this very first awareness campaign for our foundation. The creative team at Camden went far beyond a simple campaign to develop a concept that will extend across all our communications, fostering a strong sense of belonging. After all, whether we are healthcare professionals, volunteers, or donors, we all have the power to be Heart Guards!"